The Juice Truck

Harman Minhas wrote a blog about a juice truck starting in Canada.  This was the first mobile juice selling business to start up and it defined itself as a unique, healthy on-the-go treat.  The Juice Truck indeed has differentiated itself and set the stage for other juice companies to go mobile.  Harman’s post talked a lot about the entrepreneurial aspects of this company that eventually caused other mobile food and drink trucks to emerge.  I agree with her views on its innovation and points of difference that has worked extremely well.  Thinking about setting up a company like this, I think of the potential logistics difficulties of something that is not a traditional restaurant or cafe style, just to get an edge of difference.  I was wondering how the supply chain operations of a mobile business would work.  It could either be simplified due to the fact that the juice is not transported to many stores, or it could be more difficult as they can only hold a small capacity of juice at one time.  Questions about how often the stock of juice in the truck would need to be refilled and how easy it would be be to complete this task come to mind.  Logistical restraints are a trade-off for creating a unique, recognizable brand that can take itself to the customers!